Barbie was able to speak quickly – with the help of artificial intelligence.
Mattel partnered with Openai to bring generation AI to some of the most iconic toy brands such as Barbie, Hot Wheels and Fisher-Price. The first AI-powered product is set to be released later this year, and promises new ways for children to play, interact and learn.
California-based Toymaker says it will use Openai's model, including ChatGpt Enterprise to build an age-friendly AI-injected play experience focused on innovation, privacy and safety. The collaboration also enhances personalized content, connected toys and an immersive digital experience.
“AI has the power to expand our mission and broaden our brand's reach in new and exciting ways,” said Josh Silverman, chief franchise officer at Mattel. Discussions with Openai reportedly began at the end of last year.
Beyond consumer products, Mattel plans to deploy ChatGpt Enterprises across operations to support product development, enhance creative work and streamline internal workflows. “With Openai, Mattel gives us access to an advanced set of AI capabilities, along with new tools that enable large-scale productivity, creativity, and company-wide transformation.”
This move comes as Mattel and the wider toy industry face delays in demand. Consumers have been pulling back discretionary spending amid changing economic uncertainty and trade policy under President Donald Trump. Last month, Mattel retracted its full-year forecast and said it would raise prices for certain US products to combat rising supply chain costs and tariffs.
To delay toy sales, Mattel leaned on entertainment through films, television content and mobile games. Our partnership with Openai is part of a broader effort to expand our digital footprint and evolve beyond traditional plastic toys.
